FIFA heads to Roblox with brand-new ‘immersive experience’

Roblox is all about immersive experiences; lately, brands are taking advantage of the platform’s capabilities to spread brand awareness and appeal to younger demographics. The latest company to take its marketing strategy to Roblox is football behemoth FIFA. 

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Just in case you haven’t heard, FIFA has split from EA. More to the point, EA has elected to terminate its partnership with FIFA due to differences regarding the contract. EA, then, set out to create the next major football experience after FIFA 23, which will be called EA Sports FC from 2023 onwards. In response or, more likely, retaliation, FIFA’s head honcho, Gianni Infantino, insisted that ‘the only authentic, real game that has the FIFA name will be the best one available for gamers and football fans.’ 

This statement could be seen as abrasive, given that EA has developed the entire EA FIFA franchise. However, Infantino has a plan to contend with one of the biggest and most successful video game developers in the industry’s history. Whether it’s a good plan or not is yet to be seen. 

Part one of Infantino’s plan is to launch a number of ‘non-simulation games.’ The first of which is this new Roblox title. However, Infantino has stated that FIFA is already engaged in talks with publishers, investors, and studios for the first instalment of the new FIFA football franchise. 

The new Roblox game with a trailer, called FIFA World, offers ‘hugely exciting’ features for players of all ages in hopes that Roblox-based interest translates into future sales for the company’s first mainstream game. Roblox is excited about the game. Christina Wootton, the company’s VP of Global partnerships, said: ‘We believe discovering and enjoying events together with friends from all over the globe is a unique experience that often can’t be replicated in the physical world.’ She tacked on that this game will give FIFA fans access to FIFA football year-round

However, one of EA’s reasons for moving on to greener pastures was FIFA’s insistence that games not be released in the off-season. This writer is currently wondering how long any new partnership with FIFA will last. 

In other brand awareness news, Walmart has added two new themed Roblox games to the platform.